What does it mean to be strong? To be resilient? As the makers of Brawny paper towels, it’s our job to make sure the iconic Brawny Man – and the product he represents – embodies these traits.
And that’s why, in honor of Women’s History Month, The Brawny Man is temporarily stepping aside this March to showcase strong women and their impact on history (yesterday and today).
This might not seem like a big deal, but it’s a real change for a brand whose toughness has been represented by a plaid-clad guy for more than 40 years. So we are excited to bring this limited edition packaging design to Walmart customers. Who says a woman can’t take the place of the Brawny Man? Not us.
While simple, the idea that being strong isn’t limited to men was a new way for us to think about Brawny. And in that thinking, we found a connection with consumers that goes way beyond paper towels. As a result, the #StrengthHasNoGender initiative was born last year as an extension of the “Stay Giant” campaign for our paper towels.
This year, we found more inspirational stories to share. From the first African-American female combat pilot to a college student who developed an app that detects breast cancer, strong women are making a difference and breaking barriers in so many different fields. You can view these films on our website, and I encourage you to do so. These achievements inspire us all to reach higher and push further – no matter what barriers we may face. They’re truly inspiring stories, and they get to the core of what our brand is about.
But why these stories? Because we know that women are currently underrepresented in the fields of science, technology, engineering and math (STEM). Empowering women and girls in STEM seemed like a great way to inspire young women with our campaign. That’s why we partnered with Girls Inc., to encourage girls to participate in hands-on activities, explore, ask questions and solve problems. And because someday we want these same girls to consider a STEM job with a manufacturing company like ours, making Brawny stronger.
#StrengthHasNoGender is part of the evolution in the way we talk about our brand: that strength goes way beyond paper towels. Overall, we hope the campaign and packaging change promotes a conversation about what it means to be strong and resilient. We hope women and girls everywhere are inspired to pursue their dreams no matter what obstacles they face. And finally, we hope that one day, the notion that Strength Has No Gender will be universal – understood and accepted by everyone.